MKTG2010
Research Proposal
Part B: Final Research
Proposal
Lauren Moses c3207834
WuHuahua c3242938
Li Jiayin c3241108
Ying Kwan O’keeffe Chan c3220111
Vibhasini Kaul c3248763
Workshop Day/Time: Thursday 4-6pm
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Table of Contents
Brand/Company Overview………..………………………………………………………………………3
Product Overview……………………………………………………………………….….…..…..…..….3
Background to the Problem…………..……………………………………………………………..…..4
MDP (Market Decision Problem):…………….…………………………………………….…..…..…4
MRQ (Market Research Question):…………………………………………………………….…..…5
MRO (Market Research Objectives) Specification:…………….………………………….…....5
Rationale for MRO’s…………………………………………………………………..…..…..…..….…..5
Method:……….…………………………………………………………………………………………..…....6
Research design……….………………………………………………………………………..…..…..6
Data collection form………………………………………………………………………..…..…..…..6
Method of administration…………..…………………………………………………………………..7
Sampling technique………………………………………………………………………………………8
Evaluation:……….……………………………………………………………………………….…..…..…..8
Ethical Considerations……….……………………………………………………………..…..…..…8
Potential limitations………..………………………………………………………………..…..…..….9
Timeline…………………………………………………………………………………..….…..…..…..….10
Reference List……….………………………………………………………………………………………11
Appendices…….……………………………………………………………………………….…..…..…..12
Appendix A………….……………………………………………………………………………..…..…12
Appendix B……….………………………………………………………………………………….…...14
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Brand/Company Overview
The multinational company Nintendo is headquartered in Kyoto, Japan and is a
pioneer of the modern video game industry. Established in the year 1889, the
company is still one of the three largest and most renowned video game and
entertainment companies in the world over a hundred years later. Due to their
enduring innovative culture and initiative for exploration, the product range of
Nintendo has extended profusely over the years with new software and electronics.
This includes both home television and handheld portable gaming consoles. The
latest of these advanced developments is the ‘Wii U’ home gaming
console[ CITATION Wii16 \l 2052 ].
Product Overview
The Wii U is the eighth generation’ home console that Nintendo has released,
following the launch of the ‘Wii’ in 2006[CITATION IND11 \l 2052 ]. The product
concept is based on strengthening the interaction between people worldwide through
games and the internet[CITATION wra12 \l 2052 ].
The Wii U is controlled by a GamePad which is equipped with a 16: 9 resistive
touchscreen and is used as an extension to project game content by directly
mirroring actions made on to the television screen display[ CITATION Wii16 \l 2052 ].
Players can be linked through their GamePad’s. The ‘Wii U’ is unique as it is the first
home console that can support a full HD resolution in Nintendo’s history and it also
includes several online features such as Miitomo, a smart device
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application[ CITATION Wii16 \l 2052 ]. Wii U produces two packages for consumers
to choose from including; the basic package, priced at $ 299.99 (8GB built-in flash
memory) and the Deluxe package, priced at $ 349.99 (32GB built-in flash memory)
[ CITATION Wii16 \l 2052 ]. The main difference between the two is the storage
size[CITATION JEF12 \l 2052 ]. The main competitors in the current gaming console
market for the Wii U are Play Station 4 by Sony and Xbox by Microsoft, however
each of these consoles has distinct functions and features to each other[ CITATION
Gam11 \l 2052 ].
Background to the Problem
Although Nintendo is a very successful and renowned brand, the company does face
challenges due to the competitive global marketplace and industry threats that affect
